Travel is a wellness investment.
Zillennials aren’t “waiting out uncertainty.” Roughly half of the younger travelers we spoke with have plans to spend more on travel in the next 90 days. Many appear to be continuing the “treat yourself” mindset we have been observing: travel as a protected, budgeted wellness item.
Loyalty starts when a traveler feels both smart for booking and better for having gone.
Quote from the Tribe:
“I passed on two concerts so I could afford my trip to Spain. It was a healthier choice for me.”
- 30-year-old traveler from the United Kingdom - 5 trips per year.
Commercial Takeaway:
Validate their priorities for sacrifice and for the wellness that travel delivers. Acknowledge the sacrifice by recognizing the intention behind it (“We know you worked for this”) and capitalize on the reward by highlighting how your brand complements travel as a well-being lever.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Zillennial Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 133 travelers from 15 countries who are 19-33 years old and take at least three trips per year for business.
COMMENTS